Pop Up Displays – They’re Good in The Right Place!

I’ve always said that Pop Up Displays do have their place in the trade show world; it’s just determining what that place is, which is where so many people run into trouble. Far to often new comers to the exhibiting world have a mindset that says; “all I need to do is show up and smile and business will come my way.” So that we can look at this in a little more rational way and come to some logical conclusions, let’s go down the list of a few scenarios where you would be projecting your image with a pop up display:

1) Your company is exhibiting over the weekend in the local mall and the mall management has given the exhibitors strategically placed locations in the middle of the aisles from which you can get peoples attention and visit with them as they move from one store to another. Good idea? Yes, probably is because most of the exhibitors will, in all likelihood, have only  table top displays at best.  You’ll probably look light years better than most.

2) Your company is exhibiting in a chamber of commerce after hours event to get new members acquainted with existing members and you wish to expose your services to potential buyers. Good idea? Yes, probably is as you’ll look better than at least half of the participants that are exhibiting; especially if you’ve created a graphic package that smartly represents what your business offers.

3) Your state convention is coming up and you’re wondering if a pop up is the image you want to project to a statewide audience. Good idea? Yes, probably is because on a statewide basis, table tops are still the most popular and you’ll still stand out in the crowd.

4) Your regional convention is being held in San Francisco and you want to attract a regional clientele for your business, and at least a half dozen of your direct competitors are going to be exhibiting there plus 2 of the competitors market their services on a national basis. Good idea? This is where it begins to get tricky. Hmmm, maybe not! Why you ask? Well what’s your plan to differentiate yourself from your competitors if you’re using a concave shaped booth  that 50% of all the exhibitors in the hall use; therefore you’ll  look exactly alike everyone else; guaranteed! Or is that your plan to blend in with everyone else? I hope not!

5) Now you’re considering exhibiting in your industries national convention; this is where is gets worse! How are you going to differentiate yourself plus look the part of a “market leader” when you’re looking like one of the other guys? If you want to look like the small regional guy that’s fine, but people who buy from people nationally at some point want to be doing business with one of the big dogs in the industry or at least with somebody that looks like it at least. Where do you fit in? Now keep in mind, if you have a one of a kind product, you can probably get away with using a pop up without any ill effects.

So what is the bottom line? It all boils down to how you look up next to your competition; PERIOD-end of story! In my next blog on this subject, I’ll explore what “looking better than your competition” really all about.

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Lightweight Hybrid Displays-See Who’s Getting It Right!

There aren’t many aspects of business that get less complicated over time; but thanks to Moore’s Law, we just keep getting more powerful laptops or Blackberry’s to manage the myriad of complexities of life. Those of us who are constantly going to, preparing for, or getting back from trade shows know that there has to be a break out there somewhere to make our passion for “marketing to the masses” somehow worth it. Well, there just might be a flicker of light at the end of the tunnel.

The steady flowing and ever growing lineup of innovative new displays from Classic Exhibits is filling an obvious void that not only has been missed, but in fact has been totally overlooked for a long time. These also have some of the best packaging in the industry.

For the past 10 years it seems that typical exhibit displays have been getting bigger, bulkier, and generally just more complicated. Manufacturers just couldn’t get it through their heads that us guys that set these up, also suffer from ADD or ADHD, and don’t always get our afternoon fix of Adderall down in time to do us much good during set up. Then we open the shipping case to find there are 67 connections that we need to lock together with 3 different sizes of Allen wrenches; none of which I have a backup for on my Leatherman Tool.

What Classic has done in the past two to three years is create several lightweight hybrid trade show displays called Magellan and Perfect 10, which are not only systems that for the most part are packaged with the components partially connected in shipping, but also with most connecting points that tighten together with the twist of a knob; not an Allen wrench. Gone are the 4” square pieces of extruded aluminum that added nothing but sheer weight to the booth. Secondly, you’ll never need a ladder because the frames can be assembled by laying them flat on their face where you can easily see what you’re doing, make all the connections, and connect the dye sub tension fabric graphics easily with velcro. All this makes the frame extremely rigid before you tilt it upright.

Oh yes, one additional bonus is that the dye sublimation graphics that fit the Perfect 10 and Magellan frames are much less expensive to purchase than the pop up photo mural panels we’ve been buying for 20 years, and the look and feel of this new generation of trade show exhibits certainly differentiates your booth from your competitors on the show floor far better than a pop up displays ever could.

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The Invisible Audience at a Trade Show

When preparing your booth for a Trade Show you might think the attendees should be your primary focus. After all, that’s why you paid the big bucks, right? In all actuality, this is only partially true. In fact, the full truth just may surprise you.

In most industries and organizations there are people that Malcolm Gladwell refers to as “connectors” in his book The Tipping Point. These connectors seem to have a knack for knowing a lot of people. They trade a lot of information on a daily basis. It’s just in their nature to be friendly and pass along useful information to others they connect with, even in casual conversation. It’s not uncommon to find someone like this in almost every organization. This is the person who, at the end of the day, seems to know what everyone is up to.

These connectors are the people you want to get to know. Why? Because when they see something of value, they don’t keep the information to themselves! They freely share it with everyone; especially people they think may benefit from it.

When you attract the attention of connectors, everyone soon knows something about you and your level of sophistication in the competitive arena. They pass along a wealth of information that most of the time is surprisingly accurate. You targeted the message of your trade show booth toward the usual attendees, but by also being aware of potential connectors in your industry and by seeking them out, you now have double the means to spread the word about your company.

People who act as connectors in the marketplace, connecting your company with people you need to reach, usually aren’t going to be major competitors. He or she may be a person who represents an accessory product or service which is sold to everyone in your industry, but is not a direct competitor themselves.

This person is usually a great talker; and a great listener. He’s a walking score card and billboard all packed into one. At the end of the day, a connector can tell you a little something about everyone, but he can also give exacting perspectives on what the prospects are for a new company based on his wealth of information on all the competitors and observations that he’s gathered over many years.

A connector will go out of his way to say nice things about you if he’s been continually impressed with your innovative products, your success over a short period or even with you personally. In fact, whenever the opportunity arises, he shares your success story with others. In the process of sharing your success with others, he plants a seed in the minds of countless people who tell others.

And what has it cost you? Perhaps as little as a couple of beers at the bar telling war stories at the end of a long hard day on the show floor. Over the years, he identifies with you and your business in ways that you can’t even imagine, all because he just seems to like you and the values that you and your company represent.

Because this person is a walking advertisement, people come to him for knowledge. They will ask his opinion on who’s doing good work in the industry these days. What they’re really saying when they ask that question is: I’m not satisfied with my present supplier and I might be ready for a move when the time is right. Because of his reputation as a knowledgeable source of information, they will trust his opinions.

In an imperfect world it may not always happen this way, but I’ve seen people like the one I just described help a manufacturer double their distribution without it costing them a penny.

Even at home, a connector I knew many years ago seemed to be able to help countless entrepreneurs build their business just by free word-of-mouth advertising. He never bought anything from any of them, but he somehow knew all of their potential customers. It’s the old third-person testimonial that makes this avenue of approach so valuable.

So when you’re preparing your booth for the next trade show, don’t forget that the biggest catch may not be standing in your booth during the show at all. They may be exhibiting just like you are a few aisle away, but they have the ability to reach many times over the people that you can simply because of a natural tendency toward connecting.

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Smart Buying Decisions with Trade Show Displays

The world we live in is changing! Now that I’ve stated the obvious, how should that influence our buying decisions related to which shows we attend or which trade show displays we purchase in the coming months and years. Does it feel like we’ve living in a perpetual paradigm shift without any hope of the pendulum stopping at any point along the way as it moves  from uncertainty  to cautious optimism and back again?

As smart buyers in the new world we live in, there are a few things we can do to at least play the game smart. Before you read further, let me tell you that this advise comes from someone who deals with the public each day and feels their impulses and many times their frustrations, so keep that in mind as you also can probably read into this a few of my biases as well.

1) When purchasing  new trade show exhibits, do some research and be confident that what you’re buying can endure the torture that shipping companies and untrained employees with inflict on it. Ask  the sales person if they have any “field repair kits” should the unthinkable happen. If they do, walk away, because if the product has a history of needing repairs that there’s already a program set up to handle them, then it’s not a well made product.

2) Know the costs associated with purchasing a display, but also be aware of the costs of replacing the graphics down the road when your message needs to be changed.

3) Throw away your halogen lights and get LED lights. This is a real no brainer since your investment will be paid back in just a couple of events and will be pure profit forevermore. With the cost of show site electrical now days, don’t delay! This one really is as obvious as I’m trying to try and make it out to be.

4) Analyze the shows you attend, and should you have to make decisions to cut back on the schedule, do some careful analysis to determine what cities next years events are being held in and factor in the costs associated with doing business in each of the cities being considered. With all things being equal between two events in two different cities, perhaps the city that is more user friendly should get the nod, and if so, be sure to let the show management of the show that was not chosen know the reasons. This goes along way in creating a mind set in the heads of show management that makes them realize that they’re accountable to their exhibitors.

These are just a few examples of things you should begin to focus on as our world continues to change and how it affects the purchasing and the ownership of trade show exhibits.

America’s next top modular to be chosen at the 2010 MOD Awards

On March 16, attendees of MOD ‘10, the portable modular event held at The Four Seasons Hotel Las Vegas, will choose and celebrate the best portable modular designs of 2009 from around the world.

This year’s competition has been expanded to include nine portable modular design categories including custom modular, best extrusion based design, best use of fabric and the prestigious overall Best of MOD winner.

The editors of Event Design magazine will select two finalists in each of eight categories. The winners will be selected by a distinguished panel of judges and guests at the awards show, which will kick off with a fashion show incorporating materials used in exhibits and presented by Encore Nationwide talent.

The show will be hosted by Leeza Gibbons of “Entertainment Tonight” fame, and a portion of the design entry fees will be donated to the Leeza Gibbons Memory Foundation and Leeza’s Place, a charity dedicated to providing support to caregivers of persons affected by Alzheimer’s Disease.

MOD ‘10 and the 2010 MOD Awards are presented by Event Design, Exhibit City News, Abex Exhibit Systems, Octanorm USA, Laarhoven Design, K and S Flooring, NuVista, ExhibitForce, Trussworks, Exposures Photography, Dazian Rentals and other leading exhibit and event resources.

Those interested in the 2010 MOD Awards and design entry information can visit the Web site at www.modawards.com/modawards.html.

Written by Exhibit City News

Monday, January 04 2010 14:24

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On Line Trade Shows a.k.a. Being Left Out in the Virtual Cold!

Today my landlord walked into my office and handed me a brochure and asked if I’d ever seen anything like this before? As I looked at the brochure which described a virtual trade show called Expo 3.0, “The Receivables Trade Show” which was sponsored by InsideARM.com. I’d heard about virtual trade shows and the general concept, but have never been curious enough to really research it to see what the lure was for such a edgy concept.

After doing a quick Google search, I quickly learned that there were a few big players spending big bucks such as Ziff Davis Enterprise; who I figured must know something that I didn’t or why would they be so involved. So I continued to search and contemplate what I was seeing.

With the domination of electronics at every level of our society, we hear so much and quickly become overwhelmed and tune out to much of what is coming out way; so it comes as no surprise that somebody had to make the effort to see if virtual trade shows would work; at some level! But does it really stand a chance? Well, at least some of the evidence certainly suggests that it might, so consider this:

1) As Show Managers are squeezing the exhibitors at one end and the unions are well positioned at the other end, could it be remotely possible that some exhibitors would acquiesce and go for this relatively low cost alternative; line, hook, and sinker?

2) With the uncertainty in the economy and the promise of big tax increases looming on the horizon, companies are slashing travel budgets and discretionary spending in anticipation of those uncertain expenses just ahead. Might it just be time to try something new to see if any unexpected rewards might come from sticking your neck out a few feet and looking for potential suppliers “on line?”

As I continued looking through the virtual show brochure that my landlord gave me, it spoke about the webinars being the ideal way to woo potential clients to your products and then explained how the interaction would work with the attendees and the exhibitors. They referred to communicating with exhibitors by sending emails and notes which is another way of saying “Chat.” That’s when the red flag went up the flag pole! CHAT? I don’t know about you, but if you’ve ever chatted with a potential client online, that’s called taking 30 minutes to consummate 1 minute of conversation in one of the most painful exercises ever invented by man; and not very productive either. To a type A salesperson, it’s like talking in slow motion with all the visual and audio clues being left out. You never even have the opportunity to know if there is something being left out of the conversation because the “chatter” can disconnect from the “chatee” anytime he or she wants to. But wait, there’s a bonus; the brochure suggested doing a group chat! That’s nothing but wasting your time and sales in multiples.

Now consider this; the trade show floor is a dynamic, vibrant, and ever changing series of events, products, and especially relationships. Quite often it’s not what you see that is effecting change or creating a future sale, but it’s the dynamics that you don’t see that’s making the biggest difference. Here are a few examples:

1) Over a year ago I wrote a blog article about The Invisible Audience at a Trade Show. This was a first hand account of how other suppliers at trade shows, who service you and your direct competitors, are able to quietly and effectively over a period of time, drive great numbers of new customers to your door; and it doesn’t cost you a penny.

2) Industries evolve and mature over time, and the same thing is true of exhibitors and relationships with customers. Sometimes it just takes time; pure and simple. My landlord told me about one of his companies that went to shows for 5-6 years before the big payday hit. It was a matter of creating relationships and trust which after a few years, matured into good solid business relationships.

3) If the main attraction for exhibitors to the virtual trade shows is being a speaker and getting potential sales by virtue of the seminars, I think there might be a problem. How many executives do you think could sit in their office and listen to a whole day worth of speakers without getting interrupted or distracted; by something!  My attention span would be broken by the first box of Krispy Krems that came in my front door and it may take me quite sometime to return to the office after a few unscheduled bathroom breaks etc.

I presently run two online web sites that sell trade show exhibits so I feel I have some experience in selling in this environment; never having had the luxury of meeting my clients face to face. Everything we communicate is by email and on the phone. When you’re competing against perhaps a half dozen other companies all selling the same thing, it becomes very difficult to differentiate yourself. For me, basic sales skills and product knowledge, and an enthusiasm for what I do has served me well. Selling face to face is light years easier in every respect, which is why I would say that with some products, perhaps a virtual trade show might be feasible, but for right now, I don’t think trade show marketing is going to be threatened anytime in the near future.

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Trade Show Managers – The Evil Began Here

Over the past 30 years, there has been dynamic changes in the trade show industry; not only from the maturing of the product itself which many markets in the US enjoy, but in the way it functions internally to grow and sustain itself. But many years ago, deep inside the mechanism of growth and prosperity in the trade show industry, a cancer was spawned, which over the years, has become more and more insidious, and now this cancer’s exponential growth is becoming increasingly evident. The cancer that I’m speaking about is nothing less than basic dishonesty.

Where does it come from and where did it start? In the trade show industry it began perhaps in the 60’s or maybe even earlier, but when I came onto the scene in the early 80’s, it had metastasized and began spreading its’ tentacles in a variety of way. When it began, I’m sure it was nothing more than a “you scratch my back and I’ll scratch yours” sort of arrangement, and just like so many evils, the first step didn’t seem so bad at all, in fact it was probably looked upon as a smart move on the part of both participants.

Let’s go down that path for a moment. In the beginning, in order to make the budget work, one show manager asked his or her decorator if they could shave a few bucks off the cost of the pole and drape booths and in return, they could add a buck or two onto the cost of the drayage. Seemed pretty harmless at first, but as evil so often does, it grows and always leads to something worse. What was the evil you ask? It was the fact that show managers began misrepresenting themselves to their customers, the exhibitors, as their agents who negotiated with the facility management, the decorator, the electricians, and all the other service providers whose services are contracted for at a trade shows. The exhibitors had this silly notion that what they paid the decorator, their money would become profit to the decorator, and it was their association visa vi the show manager, who was representing them and working for their best interest; and they had no clue that the show manager was taking money under the proverbial table from the other side!

In the early 80’s, a pole and drape booth with I.D. sign normally cost the association about $12 per booth. I’d heard that in the past it had been as high as $45-$50 per booth, but by the time my career began in 1980, change had begun. By the end of the 80’s, it was pretty standard that show managers paid nothing for a pole and drape booth if their show had an appreciable amount of freight from the exhibitors, and decorators were expected to provide all the registration equipment, show management freight, and carpeted lounges etc. But who paid for all these services? Obviously the exhibitors and even sadder is the fact that they didn’t even know it. They thought that the booth fees and the registrations for the show paid for all that. Silly them!

In the minds of show managers and association executives, the temptation to take an easy buck has been too great. Show managers know that if they can cut a great deal with the decorator, they can not only justify their own position in the organization, but perhaps even elevate their position. By bringing home the bacon, the new dollars might help to add new staff, give raises to deserving personnel, and generally do things that otherwise couldn’t be done. Their position could quickly become the most important position in the organization. They’ve never once stopped to think that with each new pound of bacon they bring home it just adds to the burden of their exhibitors who are their customers, and restricts the growth of their shows by accelerating the incremental cost of adding new booth space or limits the number of booth personnel their exhibitors can afford to bring to a show.

All of us by now, have heard the rumors that the major show contractors such as GES, Freeman, Champion, and a host of others traditionally compete to get the contract for shows by offering large amounts of cash that go directly into the pockets of associations and show management companies. I used to look down on the decorators as villains, along with the unions who over the years have jacked up prices to ridiculous levels; but in all honesty, you have to look to the core of the problem and call a spade a spade. Show management has betrayed their own customers at the alter of self service and self gratification, and continues to up the anti each and every time they cut a deal that doesn’t pay the show contractor a fair price for each and every service that they consume. If they would do so, they could demand that the service contractors and unions do the same; but when your hand is eternally stuck in the cookie jar, you have no moral justification to ask the service providers to bring fairness and common sense into their pricing structures. It won’t be long before we see a service kit in Chicago with overtime I. & D. labor at more than $200 per hour; plus supervision fees!

It’s my belief that it’s only a matter of time until the market will somehow correct itself; because when any business model gets skewed to this degree, it will create an opportunity for someone to figure out a better mouse trap!

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Additional Articles on Trade Show Displays

Is Going Green Wasting Green? – Follow Up

Back in July, I offered up a post that suggested that before you hop onto anyone’s political or social bandwagon too soon, you might like to weigh the facts carefully related to “what do the people that are pushing this, have to gain by promoting their cause?” In that post I said the following about being taken by somebody’s scam:

How do you avoid it? Start with this:
1) Who is saying it and what financial incentive might there be to play this thing out?
2) If someone becomes the official spokesperson for the cause, do they have anything to gain financially by promoting it?
3) If this thing can be hyped enough, can somebody associated with it get promoted or recognized to the point where there might be another dollar in it for somebody?

Get the point; follow the money!

Nobody likes to be taken in by somebody’s scheme, but what do we now know that we didn’t know when I wrote the above?

1) All the source data that proved the entire Global Warming theory, was in the care, custody, and control of professors at the East Anglia University in England; who, based on this source data, put forth the “proof” for global warming. Let me also state that only a select few were ever allowed to see the source documents that were collected from around the world. Doesn’t science work on the basis of peer review in order to learn the “truth” about anything? Why was the peer review process abandoned in this particular instance?

2) When asked to share this data a few months ago, the world was told that it was destroyed due to storage problems which would forever render the entire scientific community, forever unable to prove or disprove the original findings.

3) Then we find out from archived emails that were disclosed, which were written by the very scientists who held the source data hostage for years and then destroyed it, that they had both manipulated the data (and they told how they did it) and schemed to discredit anyone who would challenge them.  Seems as though the “follow the money” suggestion was very appropriate.

Now I’m not a big conspiracy theorist, but any fair minded person would have to conclude that “there’s something rotten in Denmark.” Hmmm, where did that slang phrase come from? Well, it’s a phrase right out of Shakespeare, spoken by Marcellus; however the exact quote should be read as the “state of Denmark” which in this instance, refers to a fish which is rotting from the head down—all was not well at the top of the political hierarchy in that day and age. Certainly seems appropriate at this point in time as well, given that the Global Warming Conference is being held in Copenhagen, Denmark, and even as we speak, something seems to be rotting “from the head down” in many political circles who are pushing this agenda.

Now, as I said in July, I really didn’t see any point in turning my trade show displays business into a green revolution, and after waiting a few more months, I’m glad that I didn’t fall “hook, line, and sinker” for that rotten fish!

Lowell Nickens

Back in July, I offered up a post that suggested that before you hop onto anyone’s political or social bandwagon too soon, you might like to weigh the facts carefully related to “what do the people that are pushing this, have to gain by promoting their cause?” In that post I said the following about being taken by somebody’s scam:

How do you avoid it? Start with this:
1) Who is saying it and what financial incentive might there be to play this thing out?
2) If someone becomes the official spokesperson for the cause, do they have anything to gain financially by promoting it?
3) If this thing can be hyped enough, can somebody associated with it get promoted or recognized to the point where there might be another dollar in it for somebody?

Get the point; follow the money!

Nobody likes to be taken in by somebody’s scheme, but what do we now know that we didn’t know when I wrote the above?

1) All the source data that proved the entire Global Warming theory, was in the care, custody, and control of professors at the East Anglia University in England; who, based on this source data, put forth the “proof” for global warming. Let me also state that only a select few were ever allowed to see the source documents that were collected from around the world. Doesn’t science work on the basis of peer review in order to learn the “truth” about anything? Why was the peer review process abandoned in this particular instance?

2) When asked to share this data a few months ago, the world was told that it was destroyed due to storage problems which would forever render the entire scientific community, forever unable to prove or disprove the original findings.

3) Then we find out from archived emails that were disclosed, which were written by the very scientists who held the source data hostage for years and then destroyed it, that they had both manipulated the data (and they told how they did it) and schemed to discredit anyone who would challenge them.  Seems as though the “follow the money” suggestion was very appropriate.

Now I’m not a big conspiracy theorist, but any fair minded person would have to conclude that “there’s something rotten in Denmark.” Hmmm, where did that slang phrase come from? Well, it’s a phrase right out of Shakespeare, spoken by Marcellus; however the exact quote should be read as the “state of Denmark” which in this instance, refers to a fish which is rotting from the head down—all was not well at the top of the political hierarchy in that day and age. Certainly seems appropriate at this point in time as well, given that the Global Warming Conference is being held in Copenhagen, Denmark, and even as we speak, something seems to be rotting “from the head down” in many political circles who are pushing this agenda.

Now, as I said in July, I really didn’t see any point in turning my trade show displays business into a green revolution, and after waiting a few more months, I’m glad that I didn’t fall “hook, line, and sinker” for that rotten fish!

Lowell Nickens

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Is Going Green Wasting Green?

I’ll bet I just lit the powder keg with that title! But before you storm my blog site with nasty comments as though I was Sarah Palin being written about on the Huffington Post, hear me out on this! Where does common sense begin in this argument and where should stupidity and political correctness end?

To begin with, who’s really against clean water, clean air, and all the other things that we hold near and dear with regard to the physical quality of our planet. I have a place on a nice lake and I’ll be darned if I’m going to let anyone mess with the water or the forest etc. I truly believe we all feel that way. However this green thing is basically one big conundrum which means the train of common sense has left the station.

Take for instance an observation I made at the grocery store a number of years ago when first we had paper bags  and then suddenly there was a plastic alternative. Hmmmm which one do you choose? If you take the plastic, then it goes into the landfills and will never return to mother earth. If you take the paper, you have to cut down a tree and for heaven’s sake who wants to do that; but it will degrade in the earth if it has a little moisture, but then I’ll be destroying the habitat of a spotted owl who does prefer to be in old growth forests, however if the barn owl keeps chasing his tail feathers all over North America like he’s doing and killing him off, a pad in downtown L.A. will be looking mighty good to him. And what about the barn owl, do we go after him and kill one endangered species that is endangering another endangered species? Where does it end?

I’ll tell you where it should end! Common sense is where. A long time ago I made an astute connection regarding something that we’ve been hearing a lot about lately which is never let a disaster go to waste. About 15 years ago we had a minor earthquake and of course you could set your watch knowing when every geology professor at every school of higher education would began scratching and clawing their way onto the local news proclaiming that the chances were one in 10,000 that “the big one” was coming soon and we needed to be ready and to ignore the warning signs was something that we as a civilized society just couldn’t let happen. Yep, we needed to fund all these grants for education sake, but sadly the real reason was because it was “all about the money”.

There are a lot of things in life that I will be, but the one thing I really don’t like to be is a “sucker.”

How do you avoid it? Start with this:
1) Who is saying it and what financial incentive might there be to play this thing out?
2) If someone becomes the official spokesperson for the cause, do they have anything to gain financially by promoting it?
3) If this thing can be hyped enough, can somebody associated with it get promoted or recognized to the point where there might be another dollar in it for somebody?

Get the point; follow the money!

A number of years ago I watched a scenario play out before my very eyes when Mt St. Helens erupted and I was the director of sales and marketing at the Hilton Hotel in Portland. It was about 3 months before the city was to host a national convention consisting of national television news executives. This was the “A” group of reporters and executives, however it wasn’t long before several of the local hot shots who were bucking for a national gig had hyped the event so big that everyone was convinced that lava was going to flow through the main streets of Portland and the big convention canceled out of concern for the safety of their own member. The city took a real hit, but it once again showed that regardless whether it’s in a political, academic, business, or whatever arena, follow the money trail and you’ll get a straight answer and be taking a few less sucker punches along the way.

Now back to the green thing; I see a lot of trade show displays related sites promoting green products and I get emails touting all the advantages of carrying all those fine products to the point of being ridiculous. In the last 9 month I’ve only featured one green product which happen to be bamboo banner stands along with a host of other display items that aren’t green,  and during this time I’ve not had a single call, or inquiry asking about green products.

Now back to common sense; given my life experience, what can I assume?

Lowell Nickens

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Freeman forges new partnerships with major tradeshow groups

Freeman, a leading provider of integrated services for face-to-face marketing events, announced in December it plans to partner with Premiere Beauty and the American Dental Association (ADA). With more than 45 years of history with the competition, these two groups represent a significant change of partnerships within the top 200 largest U.S. trade shows.
“As an organization, we are excited about the opportunities and look forward to working with Freeman,” said Howard Britt, president of Premiere Show Group. Premiere Beauty is a leader in the beauty industry and a member of the top 200.

The ADA, also a member of the top 200 and America’s leading advocate for oral health, has been a Freeman customer for more than 20 years for audio-visual support. It recently added the company as its general services contractor.

Click Here for the  remainder of the article.

WRITTEN BY EXHIBIT CITY NEWS

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Green products will be showcased at Landscape Ontario’s Congress 2010

The landscaping industry has experienced tremendous growth for many years, providing several economic benefits to society, especially with regards to employment.  However, the industry provides many other social benefits beyond the economic measurement such as environmental, community pride, lifestyle, tourism and recreation.

The landscaping industry is currently positioned for continued future growth because of the many social trends that are occurring such as aging baby boomers interested in garden and garden-related activities during retirement, the return of staycations and the rising concern for the environment. Therefore, moving forward, the landscape industry is fostering strategic alliances with other business professionals to act on these social trends and work towards professional development.

At Congress 2010, a three-day horticultural, lawn and garden tradeshow taking place Jan. 12-14 at the Toronto Congress Centre, Landscape Ontario is partnering with the Ontario Parks Association, Communities in Bloom – Ontario and the Canadian Fence Industry Association as well as the aquatic leisure industry as a means of creating a one-stop buying and networking experience for business professionals.

Landscape Ontario’s Congress 2010 attracts more than 500 exhibitors, many of whom will be showcasing new and green products. Congress 2010 is Canada’s largest horticultural, lawn and garden tradeshow and conference.

The Ontario Parks Association will be running their annual Explorations 2010 trade show in conjunction with Congress 2010.  The 17th annual parks, grounds and recreation facilities trade show is dedicated to showcasing products and services related to parks and green spaces sectors.

Written by Exhibit City News Wednesday December 09, 2009  Read More

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Businesses Visually Promoted via Trade Show Exhibits

Our society is one that is responsive to a number of different stimuli; and every day, advertisers must find ways to use that stimulus in their campaigns. With so many messages coming our way on a daily basis – and a growing desensitization to such messages in light of our shortening attention span (after all, how many of us can easily watch television and surf the web at the same time?) – it has become exceedingly difficult to catch our attention, let alone keep it for any length of time. The successful advertisers are able to craft their message in such a way that they are eye-catching, unique, and ultimately difficult to ignore; and this philosophy extends to everything from television to print advertising.

But the same can be said of those marketing efforts that may not be thought of as traditional advertising – including trade shows and expositions. Trade shows are advertising campaigns on a smaller, more focused scale. Participants have a certain period of time – from hours to days – to appeal to potential clients and customers, as well as promote their name within a conglomerate of industry peers.

Trade show exhibits are considered advertising, marketing, and public relations all in one for those companies who exhibit in trade shows. With the help of professional companies that can best determine the trade show displays that will be most effective for participants, businesses can be begin to craft a message that will ultimately represent their business philosophy.

Words are one thing. But when it comes to successful trade show participation, image is everything. Modern day exhibits are anything but the plain displays of yesteryear. Today, businesses understand that in order to compete on a level playing field they need to come to a trade show with the most visually impactful trade show exhibits; displays that will best reflect their business as a whole.

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Exhibits That Promote a Particular Service

Companies come in all shapes and sizes and deliver all manner of products and services. Those companies that participate in trade shows most often do so in order to promote their name and their offerings to those potential customers that may be interested in said products and services; as well as to make a name for themselves within the industry as a whole.

This does not mean, however, that a company must offer up a general and generic message in order to brand the company; in fact, larger companies may choose to market a particular product or service from among the many that they offer. In fact, for larger companies the ability to promote one service or product at a time allows them to attend a number of trade shows within the same year; maximizing their exposure and allowing them to effectively communicate their branding message throughout a variety of industries.

In order to do this most effectively, companies often have a multitude of trade show displays in order to work within a variety of trade show environments. This is a cost effective way in which to make the most of a company’s brand marketing. With a number of trade show displays at the ready, companies are able to make the most of their trade show experience by targeted marketing – that brand message that will communicate a company’s experience and ability to offer a product or service to a particular audience.

Through the use of targeted marketing, companies can utilize their trade show displays much more effectively throughout the year, gaining an audience, a reputation in the industry, visitors, and hopefully some converted customers along the way. Such is the reason that trade show displays should not be overlooked when it comes to comprehensive advertising and marketing for any company.

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Trade Show Booths: Home Away from Home

Trade show participation – for those who have not experienced it as of yet – is like a home away from home experience for those who are manning their trade show booths. Generally held over the course of several days, and even up to a week, company employees may often find themselves out of town for this period of time and engaged in this reality where they are completely focused on the marketing of their products and services. They may be staying in a hotel, eating dinners out, and generally networking and socializing beyond trade show hours; it can be a truly enjoyable, informative, and ultimately successful experience for those that take it seriously and prepare well.

The core of the preparation for any trade show, of course, is the outfitting of trade show booths – those spaces which companies rent for the period of time in which they are participating. These trade show booths are essentially company headquarters for the duration of the show and act as the marketing nucleus in terms of presenting attendees with information about the company.

To this end, those companies that have been successful in what is ultimately a marketing venture that is the trade show have created high-end trade show displays that are visually stimulating and work towards getting a company noticed and – beyond this initial attraction – propels passerby to approach the booth and talk to a representative of the company. This is a successful event.

Trade show displays are not cookie cutter and should be created to meet the precise needs of the purchasing company. Any reputable designer of trade show displays will work one on one with interested companies to gage their specific needs and set about – of course with budget in mind – to create something that is both spectacular and ultimately very effective.

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Trade Show Display Needs Analysis

ShopforExhibits is the leading retailer for trade show displays; it offers the latest and greatest in design and quality, at extremely affordable prices. What more could you ask for? At Shopforexhibits you will find an online retailer that cares about the quality of your trade show needs and expectations; visit their site to browse through their extensive collection of modern, reliable, top quality exhibits with all the accessories to match. But before you do this, it would probably be wise to sit down and take a few minutes of time to perform a display needs analysis. This will give you an opportunity to define your needs in order to get the best trade show display for your company.

By doing this work in advance, you will save time and money, and also be completely clear about what your specific needs are, and how finding the perfect trade show exhibit can meet those needs in a cost-effective, time-efficient manner. Ask yourself what your reasons for exhibiting are. Sometimes writing down on paper what your goals are, and what your purpose as an event marketer is, can lead you to understanding exactly what type of trade show display will meet your needs. Two other important questions to ask are: What is your budget? What is your competition? Determining how much money you have and who you are competing against will immediately lead you to discover what your options and limitations in regards to trade show exhibits are. Lastly, determining who your target audience is, and what your marketing plan to sell to this audience is can help guide you to the right trade show display in no time. Always remember to have a plan and act on that plan to help reach your event marketing goals in a flash.

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7 Logo Design Tips

Perfect 10 Custom Modular Hybrid Display

Have you ever wondered why your competitor’s business is getting more attention than your own at trade shows?  The answer may be as simple as branding and marketing.  If your competition has better branding skills and are better able to package their product with more spunk and lasting power, then they will continue to beat you every time.  We should change that for good.  You need to develop a branding strategy that will give focus and structure to your entire advertising campaign.  Once this is done, you will then need to develop a logo that in essence is the symbol that carries out your company’s image to the masses.

Now that you have an idea of what you want the public to see and think of when your company comes to mind, it is now time to establish a graphic image that surrounds your company name that paints a positive picture in the customer’s mind, every time they see it.  Here are some tips that will help you create a strong logo with lasting power.  Keep in mind that a powerful logo design will have a strong, balanced image without any added clutter that dilutes the messages; it should also have a distinct and bold design that easy easily noticed from afar.  You should also include graphic imagery that matches the overall theme and look of the company, and the logo should always flow with the name of the company and also the key products or services the company is known for.  When the logo is created it should stand apart from others, but should be printed in a font that is easy for everyone to read.  Lastly, your logo should communicate what your business and products are clearly, and also can look good in both black and white, and color.  When designing your trade show exhibits, your brand, logo and position should be in a prominent position to create a lasting impression in the viewer’s (trade show attendee’s) mind. If you follow all of these steps when creating your logo, it will surely bring you marketing and trade show success.

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Developing a Complimentary Logo

Trade Show Displays

Often times, people tend to confuse their logo for their brand.  The brand encompassed the personality of the company, including the value proposition, the positioning statement, the mission and philosophy, the company’s culture and of course the logo. A branding strategy within an advertising campaign is plan for marketing efforts.  A logo is just one piece of the branding strategy puzzle.  Do not get me wrong, it is still a very important and crucial piece of that puzzle, but it is not your brand as a whole.  The logo you develop for your company is a symbol that has the ability to become a sign of instant and powerful brand recognition for you business, and for the services and products that your business represents.  This symbol can become something that can be understood cross-culturally and can break through many barriers on its own.  That is why its development as an important part of your branding strategy should be something that is not overlooked.

Before you begin the actual process of creating your logo, remember that the development of a brand strategy for the company must be complete before you start.  This is important to remember because, the logo acts as a representation for your company and their branding campaign, if you begin to develop a logo without the stability of a brand, you may be putting across the wrong message to the public.  The more consistent your branding strategy is overall, the more consumer recognition and positive feedback you will receive.  In regards to the world of trade show marketing, a branding strategy would be like the entire campaign of your event.  And the logo would be the symbol or mark that represented the brand on a physical scale.  The logo may appear at the display stands, or on the t-shirts of the booth staff, or maybe even printed in bright colors on the Pronto banner stands.  Wherever it may appear, just remember that consistency is key.

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Developing a Brand that Lasts

 

In order to create a branding strategy that in essence will help launch any good solid advertising campaign, you must first define who you are as a company and as a brand in order to be able to develop a strategy that uses it.  Your brand is at the root of everything your advertising will stand for.  It is the foundation for all of the other components you must build upon.  The way you decide to define your brand will create a bench mark for all of your marketing materials and strategies to be compared to, and this will help you begin making the necessary decisions needed to develop a plan. 

Magellan Graphic System

 

Developing a brand is important for a number of reasons.  For your company to be able to define who you are and why you are providing these products and services to the public, you must know who you are and what you stand upon.  If you are planning for a big trade shows and  events, you must know what you represent as a company and as an idea.  What your brand is, is how you are going to present the image to the masses.  Once your brand is established you can then begin to pay attention to more detail, such as the design of your trade show exhibits and displays, and also what your ad campaign is going to look like.  You can begin to design your Pronto banner stands, the moment you figure out what your color scheme and logos are, etc.  But at the core of every decision is your brand, because it in essence controls everything around it.  Make sure you choose very carefully when developing your brand in order to ensure that everything else created around it, will be perfect. 

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Trade Show Exhibit Graphics

Planning a successful trade show exhibition is a practice in perfection. Every last detail needs to be right if you’re really going to get your message across clearly and concisely. With just moments to make the right impression, every feature of your trade show display, from graphics to literature, has to be perfect. When all the components come together cohesively, you will send a clear message that your business is professional, intelligent, and  respected. Regardless of your corporate identity, whether it’s fun-loving or buttoned-down and serious, looking professional is critical.

Graphics Set the Tone

Picking the right look for your custom trade show display graphics depends on varying factors. The products or services you’re selling, your target audience, the nature of the trade show and many other things will influence the themes and images you should pick. You’ll want to set yourself apart from the competition without standing out in a jarring way. Graphic images should be pleasant and positive, and complement your company brand and the overall message for the exhibit. Use high quality photos and graphics to enhance the sense of professionalism to your visitors. Keep the area free of debris and clutter, and make sure all workers in the exhibit are smiling and friendly. All the ingredients of your exhibit will combine to create one image for your company – make sure it’s the right one.

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Time Efficient Trade Show Products

It is very important to begin preparing for a trade show months in advance to ensure that you complete every detail and plan ahead for every possible scenario, just in case you run out of time near the end.  Things always get busy the last few days before heading to a big event.  Many of your teammates are tired, over-worked, and stressed out; this is when mistakes can happen the easiest if you are not properly prepared. There are many ways to make sure that you are ready to go and succeed at that trade show, here are just a few.

Make sure that everyone knows what their duties are the day of departure and during the time of arrival at the trade show venue.  If everyone is on the same page and is aware of what their jobs are, then you can save a lot of time when it really counts.  Trade show companies have been inventing cool new products recently that can make the experience of preparing, setting up, and tearing down at the exhibit much more time efficient. A few new products in particular are the Xpressions Snap Trade Show Booths, and also the Burst Pop Up Fabric Graphics Trade Show Displays, and even the Pop Up Displays or Floor Standing Trade Show Booths.  All of these amazing items can be found at Shopforexhibits.com and can all help make the experience more time efficient.  Using some of these products can save your team precious time at your booth when it counts.  Cut your set-up time in half and double your selling time; it will be sure to pay off in the end.

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Give Show Attendees What They Want

Exhibitors invest huge amounts of money each year in their trade show marketing plans, etc., but it is also important to not forget that trade show attendees also invest a lot in the process as well.  They have expenses such as, hotel rooms, plane tickets, meals, and much more.  When companies invest huge sums of money to send employees to exhibiting events, it is up to you as an exhibitor to make them happy, and to also make their trip worthwhile by giving them exactly what they want.  Due to this, you should make sure to know what it is that attendees are looking for to make the experience interesting and fulfilling for every party involved.

Attendees want to find products and services that interest them, and can be of some benefit to them and the company they are representing.  You must make sure that each exhibiting event you invest in as an exhibitor is for the right reasons and that you will easily be able to catch the attention of a target audience. Spend time working on your conference displays to make sure they are clean and designed well to grab the eye of visitors.  Attendees are also looking for a concise description of who you are as a company and what you can do for them.  Even if you have beautiful graphics and color schemes, your trade show displays will fail if they cannot clearly describe and relate to your customers.

The last thing that attendees want to see is a comfortable place to rest and sit, and also some fun promotional products to get them excited about the experience overall.  Fill up your trade show booths with trade show accessories that will create a little oasis for guests to find reprieve.  Make sure that any promotional events and giveaways going on in your event are clearly advertised. Make use of your Pronto banner stands to catch the attention of attendees with information about a giveaway, etc.

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3 Reasons for Poor Follow-Up Success

One of the most important trade show objectives is to acquire contacts and leads from each event that can lead to potential business in the future.  Your company signs up for an event, creates a trade show display, designs banner stands, hires and trains an energized exhibiting staff, spends time and money investing in the quality of the presentation, and then from there, thinks everything will be magically taken care of.  Often times, this is not the case.  This could be the reason why the majority of trade show leads do not successfully turn into business.  Research shows that nearly 80 percent of all trade show leads are not handled properly.  Another 43 percent of potential customers receive materials after they have made a decision to do business with another vendor.  Lastly, 18 percent of potential customers have reported that they never actually receive any materials after the trade show is over.  These numbers are devastating; because they show that customers are not getting what they want, and vendors do not know how to give it to them.

The three major reasons for the problem of poor follow-up post event are, poor quality leads, lack of proper resources and responsibility, and also improper follow-up skills.  We must examine these issues and try to get to the bottom of these problems so that both parties can be happy and satisfied.  If companies can learn the importance of follow-up success they will begin to understand why the post-event work is not only necessary, but also an integral piece of the trade show puzzle.

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Trade Show Booths – A First Impression

The trade show – for those who have yet to experience the pomp and circumstance – can be an overwhelming experience; especially those larger trade shows in which companies from throughout an entire industry come together under one roof for a matter of days or even a week. First of all, it can be more than a bit frightening to come face to face with that many companies – those that are essentially competitors (if not on a day to day basis then most certainly during this time period when you are vying for the same audience). But beyond that first initial shock there is the realization that we are expected to perform – and perform at our best – throughout this time period. And if we don’t, we will most certainly be passed over by attendees in favor of more interesting looking booths.

So how do these attendees know that if the companies in question have what they need? It certainly can’t be from the conversation that they have had with company representatives – that comes later when passerby are intrigued enough to actually approach the trade show booths and talk to someone about the products and service offered by the company. And it certainly isn’t from the literature that they have read. It’s not like trade show attendees are given anything in advance other than a company name, a booth number, and perhaps a general description of what the company offers.

No, trade show attendees decide to stop and talk to somebody in a booth by first checking out their trade show booths. It’s the booth that attracts them first. Savvy companies that want to succeed in a trade show environment bring along with them comprehensive and visually interesting trade show displays that will convey in a matter of seconds what booth personnel are not able to impart as people pass buy.

Think of trade show exhibits as a first date. Better make it look good or you’re not likely to get another!

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Brumark’s Carpet Recycling Program Proves Environmental Success

MARIETTA, GA — November, 2009 — Flooring Solutions specialist Brumark has proven environmental success by recycling over a half-million square feet of carpet through its carpet recycling program. The no-cost program allows Brumark’s customers to help the environment by diverting carpet from local landfills and avoid carpet disposal fees.

“Offering current and potential customers an easy, convenient and free resource to recycle their old cut pile carpet is another avenue for which we provide total flooring solutions,” says Dave Walens, president of Brumark.

The Brumark Carpet Recycling Program is simple. Customers can call 800-291-9606 or e-mail at recycle@brumark.com to enroll in the program. When the customer is ready for pick-up, Brumark will handle all of the details and take the old carpet to its recycling facility. If the customer has a full truckload (76,000 square feet), Brumark will drop a trailer at the facility and pick up the carpet within 48 hours. If the customer has a partial truckload, additional details will be provided.

Written by EDPA Member News,  November, 2009    Read More

For additional information regarding Trade Show Displays, Trade Show Booths, and Trade Show Exhibits, go to ShopForExhibits and see their wide range of  products for Trade Shows.

Exhibit Industry Council created to Promote Industry Best Practices

Five major trade show industry associations met recently to form the Exhibit Industry Council (EIC) in response to rising concerns from exhibitors that business practices in the industry are leading to an unsustainable business model. “The EIC’s goal is to unite trade show industry stakeholders in support of exhibitor-focused best practices that support world-class service and increased exhibitor value at trade shows,” said Eric Allen, Executive Vice President of the Healthcare Exhibitors Association (HCEA), a founding member of the EIC.

In addition to HCEA, the members of the Exhibit Industry Council are the Trade Show Exhibitors Association (TSEA), the Corporate Event Marketing Association (CEMA), the Exhibit Designers + Producers Association (EDPA) and the Exhibitor Appointed Contractor Association (EACA).

The inaugural meeting of the EIC was recently held in San Francisco with representation from each of the five associations.  In addition to committing itself to the development and promotion of trade show Best Practices, the founding members agreed to meet quarterly to take up any additional issues aimed at increasing exhibitor value at trade shows.  “Exhibitors are frustrated by confusing rules, lack of audited attendance information, and inconsistent and archaic business practices at trade shows – all of which lead to costs that escalate out of control,” said Margit Weisgal, President/CEO of TSEA.  “We believe it’s time our industry worked together to create a customer service mindset that recognizes and responds to the needs of its customers – the exhibitors.  In our opinion, it doesn’t have to be complicated or expensive.  It just needs to consistently meet their needs and expectations.”

Written by Exhibit City News  November 25, 2009    Read More

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Gaming Industry is Optimistic about 2010

On the heels of a challenging economic year for the gaming industry, preliminary attendance numbers for the G2E 2009 show, held in Nov. 17-19 in Las Vegas, increased by 7.3 percent in exhibit hall attendance over last year’s event. The showing indicates a strong interest by industry buyers to discover new products and services that will contribute to the success of their businesses. G2E 2009 is the world’s premier trade show and conference event for the gaming industry.

“The strong exhibit hall attendance at this year’s event is a testament to the gaming industry’s resilience in the face of significant challenges, and to the confidence our key decision-makers have in the future as they look to create the unforgettable entertainment experiences our patrons have come to expect,” said Frank J. Fahrenkopf, Jr., president and CEO of the American Gaming Association. “As always, G2E 2009 provided the optimal environment for gaming professionals to procure the products and services, professional knowledge and contacts they need to stay ahead of the curve and at the forefront of new ideas.”

Overall event attendance for G2E 2009, which includes everyone who attended and exhibited at the show and conference event, was nearly 26,000, a slight decrease of approximately 3.5 percent from last year’s event, due primarily to fewer exhibitor personnel.

Written by Exhibit City News, Wed. Dec.09, 2009   Read the Complete Article

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Present Your Company Most Effectively with Trade Show Displays

The trade show is the full-scale equivalent of a meet and greet; an event during which attendees can peruse new products, learn more about companies and their services, and network with industry peers. For those companies that have a presence at such trade shows, the need to present themselves effectively is absolutely critical. In this day and age, with companies coming to the table with multimedia displays, multidimensional graphics, and full scale video presentations, it is a challenge to compete on a level playing field. In order for companies to have an impact at a trade show they must come out of the gate with comprehensive trade show exhibit displays that reflect what they ultimately have to offer.

After all, it’s been said that perception is reality; and nowhere is that more on display than at a trade show. Those companies that want to present the best image of themselves through trade show booths often call upon professional services that are experienced in creating trade show exhibits for a variety of industries. Through such professionals, companies can expect:

* To have their products and services highlighted through a variety of trade show displays that meet their needs and budgetary guidelines.

* To have access to the newest products on the market. Trade show displays are not what they once were; the best professionals are always on the cutting edge in bringing their clients state of the art trade show displays that have the most impact.

* A plan to be put into place to best help them integrate the message and marketing materials they wish to present to trade show attendees. Every company is different and their needs will best be served by customized trade show displays that take their individuality into consideration.

* High quality graphics that pop. Successful trade show booths catch the eye of their audience. Companies want trade show exhibits that grab passerby and inspire them to approach the booth.

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